Search Ads 360 is often being compared to both Google
Ads (AdWords) and the Google Marketing Platform based on its seemingly
overlapping feature-set. Despite this common misconception, Search Ads 360
possesses powerful search campaign capabilities which collectively amplify
search campaign capabilities when the platform links to either Google Ads or
the Google Marketing Platform rather than each used separately.

Rather than managing search campaigns in Google Ads
and Microsoft Ads separately, Search Ads 360 enables marketers to place the
search engines (in addition to many others) into one platform to save time and
allow budgets and bids to flow into an array of search networks.

Search Ads 360 allows for adding all social accounts
to a single user interface to enable unified social performance and engagement
metrics. The combination of search and social accounts on one platform
assists marketers to benefit from cross-channel remarketing.

Budget Management

Search Ads 360 users can create budget groups
interconnected to creating and modifying budgets depending on the performance
of bid strategies and their goals. This feature is unique to Search Ads
360.

Optimization & Automation

Search Ads 360 enables campaign managers to use more
flexible and granular bid strategies that can be set up across engines, several
accounts, campaigns, ad groups, or even keywords.

Search Ads 360 also features a vast portfolio of automation
features smarter bid strategies that enable optimization of bid adjustment:

Devices

Locations

Remarketing Lists

Advertisers can create a customized bid strategy with
multiple ERS, ROAS, and CPA targets. These strategies allow for saving time, reducing
complexity, and making better decisions to increase ROI.

On Search Ads 360, there are a variety of formulas to
create personalized ads tailored to specific business needs. Custom formulas in
dynamic text ads allow for bulk editing of texts across different accounts,
campaigns, and ad group. This feature eliminates wasted time spent on
management, optimization, and large-scale reporting.

Targeting

Within the Search Ads 360 platform, marketers launch
and manage search and social campaigns in a single interface. Campaign managers
can build out remarketing lists (excluding duplicate conversion counting) built
from all of the campaigns and use the lists to re-engage with customers on
search, social, or display channels.

Reporting

Within Search Ads 360 marketers can utilize the paid
& organic reporting section to view specific search terms that either
caused ads to appear on Google or the organic search results that motivated
users to click through. The reporting section is powerful in assisting to
uncover how paid and organic search work together to reach your intended
audiences searching online.

Search Ads 360 uses a unified set of pixels (Floodlights) to track conversions from both display and search advertising in real time. Through tracking cross-channel conversion funnels, Search Ads 360 prevents counting conversions more than once.

Compared to Search Ads 360, Google Ads tags are
specific to the Google Search Network and its search partners such as Youtube
Search, whereas the Floodlight Tags found in Search Ads 360 are designed to
integrate seamlessly with all Google Marketing Platform properties. By using
Search Ads 360 with the Google Marketing Platform marketers can create a
multi-channel approach to attribution by aggregating search, programmatic
(Display & Video 360), analytics (Google Analytics), in addition to all
other media formats (Campaign Manager).

Conclusion

If you currently possess a large-scale account on
Google Ads, you are delivering marketing campaigns across several search
engines and social media channels or you are already using other products of
Google Marketing Platform (Display & Video 360, Analytics 360, etc.), then
Search Ads 360 will have a great value and will contribute to a positive ROI
for your search campaigns.

Google’s premium search platform presents unmatched
features for eliminating wasted time spent on launching, managing and
optimizing search campaigns, as well as showcasing essential reporting
functions for delivering cutting-edge analysis for uncovering conversions paths
from the very first click through an offline visit to your company.
Search Ads 360 allows marketers to design campaigns in bulk all the while
keeping ads personalized and tailored to individual users on using specific
search queries.

As a Certified Google Sales Partner, Total Media is ready to support you with our unmatched expertise, training, and consulting services for implementing Search Ads 360 into your marketing strategy.

If you would like more information about the platform, please feel free to contact us.